Percept Activ rolls out 'Durex Valentine's Night' 

To build brand association, there was a clear need to bring the condom out of the closet. Hence the first India Durex Party

BestMediaInfo Bureau | Delhi | February 22, 2012

Percept Activ, the brand activation arm of Percept Limited, has conceptualised and executed the on-ground activities of the first India Durex Party at Shroom, the prime standalone night club in Delhi, on February 14, 2013. Durex, a Reckitt Benckiser brand, is known as one of the most iconic condom brands in the world – 25 per cent of all condoms made in the world are Durex. However, Durex is not a very established brand yet in India where talking directly about sex is still taboo. To build brand association, there was a clear need to bring the condom out of the closet.

With February 14 being celebrated as Valentine's Day, there was a natural fit for Durex to use this day to commence building a relationship with the target group of the brand. Durex used this day to provide lovers a springboard to showcase their love by hosting the 'Durex Valentines Night – Love Best Told' party. Durex is known to host the signature Durex parties across the globe.

Percept Activ designed customised costumes and props made out of different flavoured condoms. Mannequins were placed at the entrance, where a female mannequin was dressed up in an elaborate evening gown, accessories and a haute hat. The male mannequin was dressed in a cool high street fashion outfit and accessorised to complete the look. Lots of other props were made, such as hats, belts, shrugs, ties, etc., all made up of condoms for guests to put and pose for a picture. These props were made keeping in mind the insight that Durex gains exponential reach on any relevant and exciting content pushed through the online medium.

Akhil Chandra, MD, Reckitt Benckiser India, Chander Mohan Sethi, Senior Vice-President, South East Asia, Reckitt Benckiser, and Gul Panag.were present at the Durex party. Percept Activ designed elements which translated seamlessly into a memorable experience for the audience.Couples were invited to post a picture of themselves on the Durex India Facebook page and participate in the contest via a customised application.

Percept Activ got couples to play several intimate and edgy games to get them closer and identify with the brand. Most of the games were conceptualised keeping in mind that Durex is not just about sex – it's about love and intimacy. The buzz around the party got the Ddurex India Facebook page 167,438 'likes' and 111,253 users talking about the brand.

Commenting on the brand association, Chander Mohan Sethi said, “Durex is the global No. 1 brand, and in different parts of the world, we are working in association with consumer forums, trade organisations and the government to educate and communicate key messages of love and safe sex,which is quite relevant in a country like India.”

Gul Panag added, “Sex is an integral part of life. Since it's happening anyway – overtly or covertly – why not acknowledge it? And let's not ignore the importance of practising safe sex, especially in India, where AIDS awareness is much needed.”

Sanjay Shukla, Chief Executive Officer, Percept Activ, commented, “We are trusted partners of Reckitt Benckiser. However, it was purely on the concept and our understanding of their core requirement that the project was awarded to us. During the campaign, we closely worked with the brand's creative, media, digital and PR agencies to roll out a truly integrated campaign. It's an honour to be chosen by a legendary brand like Durex to manage the first India Durex Party.”

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